Almost everything we do is informed by research, but we view research as a means to an end. We think like marketers to understand your challenge, and then develop the right kind of research to gather the insight needed to solve it.

We begin by asking questions... and work backwards from there.

Starting with where we need to end up ensures that the research is meaningful and actionable. We won't distract you with methodologies that sound interesting, but don't actually address the questions at hand.

Research delivers critical insights... but does not tell you what to do.

We don't believe research should tell you the answer - what it should do is help you make the decision. Informed by the insights, we help identify the potential pathways and help you navigate to the solution.

OUR SERVICES

taking a strategic approach to research...

We have all research methods at our disposal

We are not staffed to do one kind of research, so we are solution-agnostic. Since we are not invested in any specific methodology, we will always develop the right plan to address the challenge at hand (including telling you when you don't need research...).

There are no "black box" approaches

We employ a wide range of qualitative and quantitative methods. Some are traditional, and some are not. We'll even build a custom-solution when needed. But, we don't deal in any mysterious, proprietary methodologies. And, we don't offer "one-size-fits-all" solutions.

There is no "B-Team"

When you work with Alternate Routes, you always have one of our partners as your project leader. We will conceive of, design and execute the research solution for you.

For over 25 years, Lance has been a strategic and thought leader for countless valued partners. An avid concert goer, Lance's passion for music can be traced back to his days as a college radio DJ. His three children like to describe the Bustrums as a "foodie family."

Mike Zarneke

COO/Founding Partner

Mike has spent 25 years uncovering strategic solutions for leading brands and businesses. Pick any city, and Mike probably has a short list of restaurants to visit. When he's not busy plotting the next travel adventure with this family, you'll find him coaching his two boys, training for a triathlon, or simply exploring the neighborhood on one of his many daily dog walks.

OUR STORY

it all began back in the year 2000...

A true story: we were stuck in traffic...

Watching rows and rows of sandwiched cars slowly creep along the highway, we wondered if we’d ever reach our destination. Everyone was trying to squeeze through on the same road – and no one was going anywhere.

The parallel struck us. The business world is filled with middle of the road thinking that’s created its own kind of gridlock. How do businesses expect to achieve their marketing goals by taking the same road that everyone else is using? It won’t work.

We were inspired by a sign on the side of the road: “Traffic congestion ahead. Use alternate routes.” Of course.